Visual-first advertising for Australia's most engaged social platform.
Instagram has over 11 million Australian users and the highest engagement rates of any major social platform. Instagram Ads put your business in front of highly engaged audiences through Feed, Stories, Reels, and Explore — the visual-first formats that drive discovery, brand awareness, and purchase intent.
Instagram Ads — formats, targeting, and where they fit in your marketing strategy.
Instagram Ads are paid advertisements served across Instagram's placement surfaces — Feed (square and landscape posts), Stories (full-screen vertical), Reels (short-form video), and Explore (discovery feed). They are managed through Meta Ads Manager and use the same targeting infrastructure as Facebook Ads — demographics, interests, behaviours, location, and custom audiences. Instagram is primarily a visual discovery platform, making it most effective for businesses with strong imagery or video: trades businesses showcasing completed work, ecommerce brands with compelling product photography, and service businesses building local brand presence through authentic content. Instagram Ads benefit from the same Pixel and CAPI tracking setup as Facebook, and campaigns can serve across both platforms simultaneously through Meta's automatic placements.
Get a free audit11 million Australians. The highest engagement in social.
Instagram's engagement rates are consistently higher than Facebook across most content types — users on Instagram are in a discovery mindset, actively scrolling for interesting content and products. For businesses with visual appeal — trades businesses with striking before/after photography, ecommerce brands with lifestyle imagery, professional services with credibility-building content — Instagram is where brand impressions convert into purchase intent. According to Meta's own research (2025), 70% of Instagram shoppers use the platform to discover new products, and 87% say an influencer or creator post has inspired a purchase decision. For B2C businesses with a defined visual identity, Instagram is the strongest social discovery channel available.
Every Instagram placement, used strategically.
Instagram has four distinct placement surfaces, each with different creative requirements and audience behaviour. We match format to objective, not a one-size approach.
Instagram rewards businesses with strong visual identity.
A beautiful kitchen renovation, a perfectly landscaped garden, a freshly painted exterior — these are Instagram content. Trades businesses with high-quality job photography can build strong local followings and run Ads that showcase work quality directly to homeowners in their service area.
Fashion, beauty, homewares, food and beverage, health and wellness, fitness equipment — Instagram is the primary discovery channel for visual product categories. Shopping ad integration creates a native purchase flow that reduces friction between discovery and conversion.
Instagram skews younger than Facebook — it is the dominant social platform for 18–34 year olds in Australia. For businesses whose ideal customer is in this demographic (fitness, food, fashion, entry-level home services), Instagram is the primary social channel to invest in.
Professional services, coaches, consultants, and specialist tradespeople building personal brand reputation use Instagram to demonstrate expertise and build trust. Video content showing process, explaining concepts, and demonstrating results builds the credibility that converts followers into enquiries.
A one-page audit of your instagram ads opportunities.
No call required. Tell us your business and goals — we send back a written audit within 3 business days.
What works alongside Instagram Ads.
Run Facebook and Instagram from the same campaign
Learn more →Re-engage Instagram viewers who did not convert
Learn more →Product discovery and purchase for ecommerce
Learn more →Capture the search intent that Instagram awareness builds
Learn more →Common questions about instagram ads
Who uses Instagram in Australia and is it the right channel for me?+
Instagram has over 10 million monthly active users in Australia, skewing 18–44 with strong female representation. It performs best for visual categories — fashion, food, beauty, fitness, home, travel, and lifestyle services. If your product or service has a strong visual component and your customer is under 45, Instagram is a natural fit. We assess audience alignment before recommending it.
What ad formats work best on Instagram?+
Reels deliver the highest organic-style reach and cost-efficient CPMs for brand awareness. Stories work well for direct response with swipe-up CTAs. Feed ads drive product discovery and consideration. The right mix depends on your objective — we typically test Reels and Stories first, then scale the format that drives the lowest cost per result for your specific goal.
Can I run Instagram Ads separately from Facebook?+
Instagram Ads are managed through Meta Ads Manager alongside Facebook. You can select Instagram-only placements within a campaign, but the account infrastructure is shared. This means you benefit from Meta's cross-platform optimisation and the same Pixel and CAPI tracking that powers Facebook campaigns. Most accounts run both together unless there's a specific reason to separate.
How important is creative quality on Instagram?+
Creative is the single biggest performance variable on Instagram — more than targeting, bidding, or budget. Ads that look native to the platform consistently outperform polished brand ads. A well-scripted smartphone Reel will often beat a studio-produced video. We advise on the brief and format based on what's currently stopping thumbs in your category.
What results should I expect from Instagram Ads?+
For consumer services in competitive Australian markets, cost per lead typically ranges $20–$60 depending on the offer and audience. E-commerce ROAS benchmarks usually sit between 3–6x once campaigns are optimised. We set realistic targets at the start of each engagement based on your category, offer strength, and landing page quality — and report against those targets monthly.